Session III: How to create unique value proposition effectively in EU Market penetration strategy

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Session III: How to create unique value proposition effectively in EU Market penetration strategy

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Title: Session III: How to create unique value proposition effectively in EU Market penetration strategy

1
Session IIIHow to create unique value
proposition effectively in EUMarket penetration
strategy

Mr. Danupol Siamwalla - ICE Solutions
Mr. Vachara Aemavat - TeamWork Solution
Miss Suthanan Traisutcha - Prompt Now

2
Session III

How to create unique value proposition
effectively in EU
Market penetration strategy

3
Value propositions
4
What is customers looking for?

Customer are looking for possibilities in
low-wage countries, most of them forced into
doing so by their customers.

Exporters should be prepared to
Comply with the European legal technical
requirements
Guarantee the same level of quality as European
suppliers
Apply the same commercial and (professional)
communication standards
Respond to the demand for quick and reliable
delivery times

5
Convincing by USP

Unique Selling Points
a short sentence
a clear, understandable statement
It is believable and realistic
It is composed of one benefit

6
User Benefits

Translate the USPs in Value for Customer
What is Value for Customer of
Low price
Fast delivery
World wide guarantee and services
High quality
What should be user Benefit of collaboration
software?
It is composed of one benefit (or a combination
of benefits) that is/are unique to your company
or product

7
Value Proposition?

Summarises the customer segment, competitor
targets and core differentiation of ones
products from the offerings of the competitors

8
Writing a Value Proposition
First sentence

For (target customer)
who (statement of the need or opportunity)
the (product/service name) is a (product/service
category)
that (statement of benefit)
Unlike (primary competitive alternative)
Our product (statement of primary
differentiation)

Second sentence
9
Value Proposition Sample

For glass greenhouse growers of bromelias and
palms who perform in house crossing and breeding
the Verdi software system is a crossing
management tool that results in an uniform
procedure for the entire breeding department and
an increase in capacity per breeder of min 20.
Unlike manual breeding logbook keeeping our Verdi
management system allows for faster and better
overview of all possible crossings, secures your
knowledge assets and allows for on the floor
decision making.

For glass greenhouse growers of bromelias and
palms who perform in house crossing and breeding
the Verdi software system is a crossing
management tool that results in an uniform
procedure for the entire breeding department and
an increase in capacity per breeder of min 20.
Unlike manual breeding logbook keeeping our Verdi
management system allows for faster and better
overview of all possible crossings, secures your
knowledge assets and allows for on the floor
decision making.

10
Communication tools
11
WeB Promotion
12
Why should you care about web promotion?

Research on
Internet Penetration (Dec 2008)
World Average 23.5
Europe 48.5
Online Activities in Germany
76 of purchasing decision makers rely primarily
on Internet
29 do research exclusively online

13
4 E s to Web Analysis

Step 1 E-Goals
Set Marketing Goals
i.e. New Customers,Cross / Up Selling, Lowering
Cost, Expanding your service, Image Building /
Branding
Step 2 E-Site Check
Step 3 E-Instrument
Does your tool suit your goal?
Step 4 E-Valuation
Run pilot test with people from demographic
background to your target group

14
Marketing Content Questions